Vans: Head of Regional Marketing, Americas
About The Position
Vans is seeking a Head of Regional Marketing, Americas to lead the translation of global brand and marketing strategy into regionally relevant, commercially impactful execution across the Americas. This leader will own regional marketing strategy, planning, and activation, with a strong focus on paid media effectiveness and channel marketing excellence to drive demand, brand heat, and conversion. The role operates within a matrixed model, serving as the single-point owner for regional marketing performance, partnering closely with the Chief Marketing Officer and the Regional Commercial General Manager. The position ensures global strategies are effectively implemented in the region, while regional insights and performance data inform future global direction. The Head of Regional Marketing will also interface with the LATAM marketing team to develop its regional budget and priorities.
Requirements
- 12+ years of experience and professional achievements.
- Deep experience in media strategy, planning, and optimization with a strong grasp of ROI, attribution, and performance marketing levers.
- Strong understanding of retail dynamics and how marketing drives traffic, conversion, and in-store performance across owned retail and wholesale channels.
- Ability to translate brand strategy into growth-driving plans, balancing long-term brand building with near-term commercial results.
- Highly disciplined in planning and execution, with the ability to manage complexity and prioritize effectively across markets and channels.
- Proven ability to lead cross-functional teams and influence senior stakeholders across global and regional structures.
- Strong analytical mindset, using data and insights to inform strategy, optimize performance, and guide investment decisions.
- Demonstrated ability to test and learn to adapt marketing tactics to a rapidly shifting digital and physical commerce environment.
- Clear, concise communicator with the ability to engage and influence leadership across functions and geographies.
- Deep understanding of consumer and cultural dynamics across the Americas, translating insights into relevant and impactful marketing.
Nice To Haves
- Formal education in a related field is great to have.
Responsibilities
- Own and deliver the Americas marketing strategy, translating global priorities into high-impact regional plans with paid media, CRM, wholesale marketing and retail marketing at the center of demand creation and conversion.
- Lead regional paid media strategy across channels, optimizing investment allocation, audience targeting, and channel mix to maximize reach, efficiency, and return on investment.
- Develop, own and deploy the AMER marketing budget delivered from the AMER GM to deliver the regional financial goals and the Vans global marketing goals.
- Partner closely with retail leadership to drive best-in-class retail and wholesale marketing programs that increase traffic, conversion, and in-store brand experience across owned and partner doors.
- Lead annual, seasonal, and in-season planning aligned to global rhythms, ensuring media, retail, and GTM priorities are fully integrated and resourced.
- Serve as the primary marketing partner reporting to the Americas Commercial GM, embedding marketing—particularly media, wholesale and retail activation—into GTM strategies across all consumer and customer touchpoints for the Vans brand.
- Drive execution across channels, ensuring consistent brand expression while tailoring paid media, messaging, and retail programs for local relevance and impact.
- Own regional marketing results, with a strong focus on media performance, retail traffic, and conversion metrics, using data to drive continuous optimization.
- Lead the regional marketing team and agency ecosystem, ensuring tight alignment across brand, media, digital, and commercial teams to deliver against business objectives.
Benefits
- Extensive development and growth opportunities for your current and future positions
- Competitive compensation package
- Medical, dental, vision, and 401(k)
- Diversity and inclusion initiatives
- Eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
Education Level
No Education Listed
